Understanding cosmetic consumers: Exploring consumption patterns and predictors through a cross-sectional survey

Background
Previous reports have provided (some) demographics of the cosmetic consumer; however, findings are not
unequivocal. This relates to differences in the studies’ categorizations, samples, and contextual factors.

Methods
Employing a cross-sectional survey design, which was disseminated by 11 cosmetic clinics and consumer platforms in the Netherlands, this study provides a clear overview of a total of 734 Dutch cosmetic consumers’ (a) demographic characteristics; (b) motivations for undergoing a range of specific cosmetic procedures; (c) cosmetic procedure frequency, i.e., how frequently they undergo particular procedures; and (d) frequency of, and motivations for, switching clinics. Relations between cosmetic consumers’ demographics, motivations for cosmetic procedures, and different procedures chosen
were also established.

Results
There is no unequivocal characterization of ‘the’ cosmetic consumer in the Netherlands, although they mostly identified as heterosexual women from Dutch descent with relatively high educational attainment levels and a high income. Some regional differences in terms of cosmetic procedure engagement were observed. Motivations for cosmetic procedure engagement were multifaceted, and responses varied between open- and closed-ended questions. Few relations between predictors and (a selection of) cosmetic procedures proved significant. (Higher) age and high educational attainment positively
correlated with undergoing botulinum toxin injections and eyelid corrections. Gender and daily use of highly visual social media positively correlated with undergoing dermal filler injections. Lastly, lower-educated consumers were significantly more likely to have breast enlargements than higher-educated consumers.

Conclusions
This study provides a comprehensive overview of the demographic characteristics and motivations of a varied sample of cosmetic consumers, and the types and quantities of cosmetic procedures they undergo. In terms of demographics, we can conclude that there is no unequivocal characterization of ‘the’ cosmetic consumer in the Netherlands, although she frequently identifies as a heterosexual female of Dutch descent.